Quality without borders: Brian Gomez's vision for Colombian avocados in the US market

With over 19 years of experience in the avocado industry, Brian Gomez has spearheaded one of the sector's most significant vertical integration strategies through GreenFruit Avocados. From its headquarters in Newport Beach, California, he has driven the company's international expansion, establishing operations in Mexico and Colombia, two key countries for the annual supply of this coveted fruit.

“Since I started in the business, the industry in the US has changed a lot. Being a vertically integrated company gives you the advantage of controlling your destiny and reacting quickly to market changes. It’s essential to have fruit available for our customers every week,” Gomez explains.

One of the most significant milestones in his management was the merger of GreenFruit with FrutiVal in 2016, strengthening their direct presence in Michoacán, Mexico. "It was a very strategic alliance. The Valerio and Bucio families are pioneers in the avocado industry, both conventional and organic. We feel very fortunate to be sister companies," he says.

Colombia: A new avocado powerhouse

In 2019, Brian Gomez led GreenFruit's expansion into Colombia, a move that not only diversified the fruit's origin but also positioned the South American country as a strategic supplier for the U.S.

“Like all new countries starting with Hass avocados, we faced quality challenges. We applied techniques from Mexico and learned from Colombia’s climate zones. Today, Colombian quality is very similar to Mexican quality, and that has captured the interest of buyers in the U.S.,” he says.

Among the differentiating attributes of Colombian avocados, Gomez highlights logistics – “We arrive in the U.S. in 3 or 4 days, ensuring freshness” – and the sustainability of water resources. “Colombia depends on Mother Nature for water and uses very little irrigation, something that will be crucial for the future of the industry,” he emphasizes.

The commitment to Colombia also has a social dimension. “Nearly 80,000 workers are part of the avocado industry in Colombia. As a company, we are committed to investing in our employees from the field to the warehouse,” he adds.

Likewise , achieving consistent quality in avocado exports is one of the biggest challenges. For Brian, the key lies in adapting best practices and having a deep understanding of each origin. "Our goal is to provide a consistent consumer experience and make Colombian avocados a part of everyday meals and celebrations in the U.S.," he emphasizes.

In this regard, he mentions that in the early days of exports from Colombia they faced logistical and dry matter challenges, but today, thanks to a better selection of ports and logistics partners, they have overcome those obstacles. "Colombian fruit ripens dark, an attribute highly valued by consumers," he emphasizes.

A leadership role on the Colombia Avocado Board

In December 2023, Brian Gomez was elected as Import Director of the Colombia Avocado Board (CAB), a recognition of his experience and commitment. "My parents are from Medellín, Colombia. It was an opportunity to represent Colombia in the country that gave my family opportunities," he proudly shares.

From the CAB, he works to promote the recognition of Colombian avocados in the U.S., sharing successful strategies and supporting the promotion of the fruit in the market.

Looking ahead, GreenFruit plans to continue its growth in Colombia and Mexico, strengthening its annual programs. In addition, they have launched a diversification project into bell peppers, pursuing vertical integration in this new business line as well.

"The model of controlling our own product from start to finish is what interested us in this project. The greenhouses are doing very well and in a few months we will have a good volume for supermarkets and restaurants in North America," he says enthusiastically.

Finally, Gomez invites consumers to discover the Colombian avocado: "It's a nutritious gem full of flavor, sustainably grown and available 52 weeks a year."

Under his leadership, GreenFruit Avocados and Colombian avocados not only consolidate their position in the U.S. market, but also represent a story of vision, teamwork, and social commitment.